Businesses That Go The Distance In The Digital Marketing Age

There are some places you never forget about. 

Maybe it's the ice cream shop in your hometown where you grew up? Or maybe it's that late night restaurant everyone went to for stinky fries back on your old college stomping grounds. Or maybe it's that remarkable antique shop you found while on vacation in that old world town. Whatever type of business it is, this place holds a lot of memories for you and if you're ever nearby you want to stop in or at least pass by and see if it's still there. It's those businesses that stay open
for generations that are usually the ones that stay as good at what they do and make as the day they started. 


The question is, what does it take to stay in business for a long time? 


 A combination of being flexible and conservative in the right measure enabled Kongō Gumi to survive for more than a millennium. In 2006 Kongō Gumi, the world's oldest operating family business went into liquidation and sold all of its assets, becoming absorbed by another construction company. After being in business for over 1,400 years, Japan's go-to temple building construction company had to face that facts that their industry was no longer as stable as once before and it was time to end. As with anything there is an end, but if you continue to diversify your business, your business might be able to thrive during the hard times.

Take for instance PWM, the world market leader in electronic gas-station price signs actually started as a textile manufacturer back when it started in 1806. One of the lessons to be learned from the German manufacturing company is to innovate incrementally and internally first. The principle being, develop something for each individual client based on their own separate needs. Also, be different. PWM produces their own materials and equipment, which they use to manufacture products for their clients. Everything they make is unique and can't be replicated because they don't use the same tools as everybody else. Being specialized makes you stand out, and it gives your business control over its future. There's an excellent article about PWM that I encourage you to read, written Leigh Buchanan of Inc. Magazine entitled How to Build a Company That Lasts Forever. 

The future of a business is always uncertain, and the challenge for family businesses is how to continue the business down the generations. Kongō Gumi actually had a method for choosing the next leader of the business. Rather than force the eldest son to assume the position, they would choose the family member right for the job and has an affinity for the role. So it could be a younger brother, or a son-in-law, or in one case a grandmother. I read in an article written in Business Week that the grandmother of the final president of the Kongō Gumi company (40th) served as the 38th president. Now that's progressive!

What's also important for family businesses to survive is for there to be interest from the family members in the company's growth rather than simply supporting a lavish lifestyle. Ernesto Poza M.S. tells the story of the McIlhenny family, the makers of Tabasco:  

In the early ’80s, McIlhenny, maker of the famous Tabasco sauce, was seeing a slowdown in growth. Edward McIlhenny Simmons, the fifth-generation CEO of the Avery Island (La.) company, posed this question to family shareholders during a retreat: Should we invest in growth to expand profit-generating capacity or invest in an assistance program to help family members adjust to their new, less affluent reality?

Can you guess which option the McIlhenry family chose? 

What inspired this article was a restaurant in Schererville, Indiana that recently celebrated it's 85th anniversary on July 7th of this year. Driving down Lincoln Highway the day after Independence Day, Geoffrey and I noticed the restaurant on the way home, with a parking lot full of cars. It's a restaurant that both of our families used to frequent in the old days. Called Teibels, I have only eaten there once, and I saw several generations coming to eat there. They were coming for tradition, for the experience, and also for the food. As powerful as nostalgia can be, I think that the businesses that go the distance and last for a long time are also consistent and serve their customers well. You want people feeling really good with a good impression after they've left your establishment. So much of what brings people back is how you made them feel.

Thursday, October 10, 2019 Geoffrey Pyrzynski News 57
Website Caching For Decreased Loading Times. Caching is the saving of specific elements on your website so they do not need to be "re-built". This can be very effective in speeding up your website as these elements do not need to be regenerated.
Monday, September 30, 2019 Geoffrey Pyrzynski News 115
Optimizing Website Speed - A Recommendations Guide To Increasing Website Loading Speed While you are building your website, it's important to consider how it navigates and looks, but also how it performs in terms of speed. While you can always remove items from your webpage and be cognizant of what items to load on the page, there are a few techniques that can help your webpage still have all of the items needed on it and still run fast.
Tuesday, August 06, 2019 Geoffrey Pyrzynski News 323
The Dangers Of An Over Optimized Website Today there are many different options that you hear about to help make your website faster and more appealing to humans. No one likes a slow website, but how fast is too fast ? Is there a limit or should you just keep enabling everything that you can to make your website load in the shortest amount of time possible?
Monday, July 29, 2019 Stephanie Pyrzynski News 259
2019 Colon Cancer 5k Run/Walk "Get Your Rear In Gear" Has Massive Tinley Park Turn Out July 28nd, 2019 the Colon Cancer Coalition hosted its eleventh annual "Get Your Rear In Gear" 5K Run/Walk in Tinley Park.
Monday, June 10, 2019 Stephanie Pyrzynski News 376
How To Make Your Digital Measurement Better A mistake we run into time and time again with different businesses is poor measurement, whether it be with their website, social media, and/or online advertising.
Monday, May 20, 2019 Geoffrey Pyrzynski News 352
Is it OK to change the page text for SEO? One of the questions that we get alot is: "Is it OK to change the text of this page for SEO?" There are concerns around this, as changing the text can cause unintended consequences.
Monday, April 29, 2019 Stephanie Pyrzynski News 434
Where Your Business Is At Factors Into What Type Of Promotion You Should Try and How Much to Execute Digital has created a shift in industries, so now the way to win more business has become more exciting and unpredictable.
Thursday, March 14, 2019 Stephanie Pyrzynski News 517
How Marketing Works With Press Coverage To Boost Traffic To A Website In this article I want to show, using a personal example, how the right press can help your website reach more people by using principles from PR and digital marketing.
Tuesday, February 26, 2019 Geoffrey Pyrzynski News 732
In SEO Web Design, It's OK to use No Index on some pages Usually in SEO, you want as many pages as possible to be indexed and added to the search results pages. So why use a no index tag?
Monday, January 07, 2019 Stephanie Pyrzynski News 8696
Digital Communication Today
Monday, December 03, 2018 Stephanie Pyrzynski News 939
A Simple Digital Marketing Strategy Goes A Long Way Marketing is a long game, a long-term commitment, not a campaign.
Monday, November 19, 2018 Geoffrey Pyrzynski News 778
What is SEO web design or search engine optimized web design? SEO Web Design is the deployment of SEO research strategy to both influence the design and development of the website. In other words, while a website is in the design phase, the SEO team is researching key phrases, content, structure, and user flow.

Sign Up For Our Newsletter